India-Pak game secured highest percentage share in Asia Cup ad volume
As per TAM Sports - Asia Cup Advertising Report, Asia Cup 2023 saw an indexed ad volume of 31% compared to the 2018 edition
The Asia Cup 2023 cricket tournament witnessed a growth of 31% in the index ad volume compared to the tournament’s 2018 edition, shows TAM Sports - Asia Cup Advertising Report for 2023.
According to the report, the India-Pakistan match in Super 4 had the highest percentage share of 18% among Asia Cup ’23 matches. The group-stage India-Pakistan match had a share of 9%, higher than the final match between India-Sri Lanka, which had a 6% share of the total ad volume.
The report shared that the count of categories, brands and advertisers grew in the currently concluded tournament as compared to the last two years of the Asia Cup in 2016 and 2018. Asia Cup 2023 saw over 70 categories, 140 brands and 55 advertisers.
Categories like Perfumes/Deodorant, Paints, Biscuits, Aerated Soft Drink and Cars were among the top five in the latest season. Vini Product was the leading Advertiser in 2022 & 2023 and acquired the second position in 2018 Asia Cup. Other top advertisers in 2023 Asia Cup were Hindustan Lever, Coca Cola India, Kansai Nerolac Paints and Britannia Industries.
In addition, the volume of celebrity-endorsed commercials increased by 51% in Asia Cup '23 over Asia Cup '18, while it declined by 6% in Asia Cup '22. During the Asia Cup '18-23, the highest brand endorsement was given by a film actor, who was followed by a sportsperson. During the Asia Cup '23, Akshay Kumar led all celebrities and Jasprit Bumrah led among sports celebrities.
